Key Audience Terms

Key Audience Terms

Qualitative Data

Qualitative methods are a way of collecting data through describing the meaning rather than statistical inferences such as, interviews and case studies

Good: They gain in terms of validity/ they provide a more in depth description

Bad: They lose on reliability

Quantitative Data

Quantitative data is methods which focus on numbers and frequencies rather than meaning, example such as, experiments, questionnaires and psychometric tests. They are associated with the scientific and experimental approach.

Good: The information is fairly reliable and the information is easy to analyse statistically.

Bad: They are criticised for not providing an in depth description

Psychographic Data

 Psychographic is the study of personality, values, attitudes, interests and lifestyles.

Examples of psychographic questions:

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Demographic Data

Demographics are current statistical characteristics of a population

Examples of demographic questions:

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